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Posts Tagged ‘privacy’

How to Protect the Personal Information of Your Customers

Tuesday, November 11th, 2008

Your guide to protecting the personal information of your customers from thieves, hackers, and other security threats.

Protecting Personal InformationIt seems like every month there is another story in the news about laptops filled with hundreds of thousands of credit card numbers being lost or the identities of countless people being stolen by thieves. Previously well trusted companies have lost countless dollars in goodwill and even faced lawsuits due to carelessness and lack of security. Fortunately these types of blunders are easily avoidable with proper planning and inexpensive security measures.

The Federal Trade Commission has published a booklet titled Protecting Personal Information: A Guide for Business which explains a five step process that will significantly reduce the risk of identity theft and help you to avoid a potential public relations disaster.

The booklet identifies five key steps that businesses can take to secure personal information and offers ideas on how to implement these measures immediately.

  1. Take Stock – Understand what personal information your business collects and how you handle it.

In order to protect your customer’s information you first must know what you have and how it’s stored. Make a list of all of the places that you might store personal information including paper files, laptops, flash drives, cell phones, and anywhere else data might be stored. Also keep track of how you collect personal information, what information you collect, where you keep that information, and most importantly, who has access to that information.

  1. Scale Down – Get rid of unnecessary personal data.

Many businesses make the mistake of holding on to highly sensitive personal data that they will likely never need again. You can minimize your risk by properly disposing of old data and only holding on to what is absolutely necessary. Also, you should only collect data that is absolutely essential for meeting legal guidelines and business objectives.

  1. Lock It – Use tight security for storing the information that you must keep.

Keeping the personal data of your customers safe is a big responsibility and doing it correctly means you will need to implement physical and electronic security measures, along with employee training and monitoring the actions of your contractors.

Physical security measures you can take include keeping all files, CDs and other devices containing sensitive information in locked rooms or filing cabinets and limiting access to only those who absolutely must access the information. You should also consider access controls on your buildings as well as the encryption of sensitive data if you need to ship it.

Electronic security measures that you should consider include using encryption, keeping your anti-virus and anti-spyware programs up to date, and making sure your web applications are free from security leaks. You should also manage the passwords of your employees and require them to use long passwords with both letters and numbers to prevent hackers from guessing. Additionally, if your employees regularly access personal information using laptops, consider not storing any data on the machine itself and instead use a separate password protected network. That way, if a laptop is stolen, the data is still secure.  Using a firewall is also incredibly important for keeping all of your computers secure from hackers.

Employee training represents a vital step in keeping customer data secure. Be sure that you run anyone who will be handling sensitive information through a background check before hiring them. Also you should limit access to personal information to only people who absolutely need it and regularly remind those employees of company security procedures. Finally, set up a system for quickly removing access to information from anyone who no longer needs access to them.

Finally, if you will be sharing any personal information with outside contractors, be sure that they have strong security practices in place. Also ask them to notify you of any security leaks that they encounter immediately.

  1. Pitch It – Eliminate what you no longer need.

Old documents, computers and other objects containing sensitive information must be disposed of properly. Take care to shred, burn, or pulverize any documents before throwing them away. For old computers and portable devices, simply deleting files may not be enough. Hackers have ways to find files that were technically deleted. To ensure that no one can get access to those files, use a wipe utility program before discarding the computer.

  1. Plan Ahead – Know how you will respond to security incidents.

While all of the above steps will significantly reduce the chances of a security breach, there is still a possibility that something might happen. Have a plan in place that addresses potential issues and designates the appropriate people that can respond to those problems. 

Be sure to address all incidents immediately and know who you should contact if personal information is lost. Some of the organizations you might need to contact are law enforcement, credit bureaus, other businesses, and of course your customers. Certain states have distinct regulations for dealing with these problems so be sure to first check with your attorney.

By following these five steps you can significantly reduce your chances of facing an issue and avoid nasty lawsuits or lost goodwill from your customers. For more information, download the full Protecting Personal Information: A Guide for Business booklet.

How to Use Behavioral Targeting and Personalization Without Invading User Privacy

Monday, August 11th, 2008

Online Marketing with RSS Ray and RSSRay.com announces a new episode that you do not want to miss.

 Meyar Sheik, CEO & President of Certona

Show Date: August 13th, 2008 at 6 PM Eastern 3 PM Pacific

Show Topic: How To Use Behavioral Targeting and Personalization Without Invading User Privacy

Show Guest: Meyar Sheik , CEO & President of Certona

How to Listen: Live on wsRadio.com or available by Podcast on iTunes or by RSS Feed.

Guest Biography: Meyar Sheik co-founded Certona as its CEO & President in January of 2004. Meyar is a seasoned software industry executive with over 23 years of experience. Since 2000, Meyar was an early web analytics pioneer working with some of the largest sites on the Internet in the areas of web analytics, e-commerce, personalization and real-time optimization. Prior to founding Certona, Meyar was CMO & COO of WebSideStory, Inc., a pioneer in real-time web analytics (now part of Omniture). Meyar has a BS in Electrical Engineering from New York Institute of Technology and an MBA from Rochester Institute of Technology.

Sample Questions:

Why is behavioral targeting important to online marketers?

How do click through rates for ads using behavioral targeting compare to those without it?

Some see behavioral targeting as an intrusion of privacy. How can marketers avoid this stigma?

RSS Ray’s Comments:

“Personalization and behavioral targeting is an absolutely fantastic way to increase sales and profits. If Meyar has found a way to alleviate privacy concerns while still getting fantastic returns then I can’t wait to hear it.”

Performing the Impossible: Giving Customers What They Want With the Privacy They Deserve

Friday, August 8th, 2008

Next week’s guest Meyar Sheik, CEO/Co-Founder of Certona asked us to post this interesting article on using self-optimizing behavioral targeting technology for e-commerce success. Be sure to listen to Meyar live next Wednesday at 6 PM Eastern, 3 PM Pacific on Online Marketing with RSS Ray.


Certona Logo

Almost from the beginning, e-commerce and Internet marketing professionals have been grappling with two, seemingly mutually-exclusive initiatives: how to personalize online content for each visitor while preserving their right to privacy. Many have given up, relying instead on opt-in initiatives such as newsletters, RSS alerts and social network tools. Others spend enormous time and money to monitor and manually update their sites at great expense and lower profit margins. Neither one of those options delivers sustainable results.

In response, leading technology firms are introducing Web-based “self-optimizing” behavioral targeting and personalization solutions that help firms of all sizes increase online conversions, average order value and online revenues while still protecting the visitor’s right to privacy.

How it works
Instead of requiring demographic or classification information, these dynamic systems automatically generate representations of visitors and products solely from current user interaction on the Web site. Self-optimizing tools leverages the traffic patters of visitors to provide the most relevant Web experience possible without the need for any personal information, third-party cookies or special interaction with the individual. Doing so allows retailers to transparently target each visitor individually, without compromising their privacy.

This process is the most effective way to deliver relevant content because consumers’ present behaviors on the site are the most accurate representation of their interests and needs at that time, not the demographic information that they filled out months ago. As a result, self-optimizing behavioral targeting solutions make it possible to enhance a site’s product cross-sell/up sell and content personalization capabilities while preserving the visitor’s right to privacy. These types of solutions also provide an enhanced Web experience for the customer by not requiring them to fill out annoying pop-up surveys or lengthy, intrusive online registration profiles. Additionally, the more advanced self-optimizing systems do not track visitors’ behavior from site to site.

Case in point – a leading American catalog merchant and online retailer implemented a third-party, self-optimizing behavior targeting and personalization solution just prior to the 2007 holiday season. Since then, the company’s e-commerce site has witnessed a more than 15 percent increase in converted online visitors and a more than 18 percent rise in direct revenue contributions from automated product recommendations and merchandising. Moreover, the system provides higher click-through rates on content as well as increased conversions, site stickiness and repeat purchases while eliminating the tedious, labor-intensive task of manually generating numerous relevant product recommendations and personalized promotions to online visitors.

Other retailers have claimed that such systems account for 20 percent of their online revenues, with the average order value from visitors who acted upon the platform’s automated personalized recommendations being over 60 percent greater than those who didn’t. Such testimonials speak clearly to the value that self-optimizing behavioral targeting and personalization solutions bring to an organization’s bottom line.

Intelligence benefits abound
Furthermore, self-optimizing behavioral targeting and personalization solutions provide significant intelligence-gathering capabilities to any organizations over other personalization methods, such as shopping basket analysis, expert systems, content analysis and collaborative filtering algorithms. By actually profiling the entire individual clickstream behavioral pattern, self-optimizing systems focus on the person-to-content affinities and are not just limited to content-to-content affinity modeling often represented by: people who bought this item also bought these items”.

Self-optimizing solutions are completely data driven as well, and thus able to process large and diverse transaction histories; even across product categories, cultures and languages. Furthermore, these types of systems do not rely upon any knowledge of the content other than the user’s interactions with it. This greatly simplifies integration and unified content profiles across all types, from text to multi-media. Self-optimizing behavioral targeting and personalization solutions can scale to large user bases and catalogs while providing acceptable runtime performance.

Apply to all types of environments
Because of their automated profiling, content neutrality and adaptive content indexing, these types of systems can be embedded into almost any environment that can capture online behavior; including e-commerce, search, content, e-mail, mobile and streaming media. Moreover, self-optimizing solutions allows like-minded visitors to be dynamically grouped together for predictive purposes, providing additional functionality to such applications as community radio, movie guides, gift registries and social shopping.

These types of systems can also be combined with other enterprise data to produce even broader predictive models of customer behavior. Doing so extends their benefits to off-line campaigns, such as direct mail, telemarketing, media advertising and customer loyalty marketing campaigns.

Benefits to any organization
Virtually all types of companies can see value from self-optimizing behavioral targeting and personalization solutions, and usually implement them in of days or weeks. Whether an organization sells products, publishes content or serves ads on its web site, their online customers and visitors want to see more relevant choices with less clutter. Companies that can understand their site visitors’ behaviors without invading their personal privacy and are able to instantly deliver what they need and what they like while building long-lasting, and profitable, relationships.

About the author: Meyar Sheik is CEO and Co-Founder of Certona Corporation, creator of Resonance®, a Web 2.0 optimization and personalization platform. E-mail him at msheik@certona.com.

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Online Marketing with RSS Ray is a weekly radio program about internet marketing best practices. It is carried live on wsRadio.com, the internet's leading talk station with more than 3 million listeners. You can listen live Wednesdays at 1pm Eastern/10am Pacific or get free podcast versions of the show.

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